Sales Supervisor

ROLE PURPOSE
The Sales Supervisor is responsible for overseeing the day-to-day operations of the route sales team to ensure strong sales performance, effective customer service, and disciplined operational controls. The role involves supervising Sales Representatives and Sales Assistants, ensuring proper merchandising in stores, expanding the customer base, and maintaining strong relationships with customers while safeguarding Company assets including stock, cash and vehicles.

KEY RESPONSIBILITIES

Sales Leadership & Performance
• Drive the achievement of monthly sales targets across assigned routes
• Monitor sales performance by route and identify opportunities for growth
• Coach and guide Sales Representatives to improve selling effectiveness
• Ensure the full Brands’ product portfolio is actively sold in the market
• Work closely with the Sales Manager to develop strategies to improve sales and market share;

Route Sales Management
• Supervise the daily operations of route sales trucks and sales teams
• Ensure efficient route coverage and minimal serviced customers
• Monitor the productivity and performance of sales representatives and sales assistants
• Review route structures and recommend improvements where necessary
• Ensure timely dispatch and return of sales vehicles

Market Expansion & Business Development
• Identify and develop new business opportunities within assigned territories
• Expand the Company’s distribution network by onboarding new customers
• Maintain strong relationships with key retail accounts
• Seek opportunities to increase product placement and shelf presence

Merchandising & Trade Execution
• Ensure products are properly displayed and merchandised in stores
• Secure additional shelf space and promotional displays where possible
• Ensure marketing materials and point-of-sale displays are correctly installed
• Monitor competitor activities including pricing, promotions and new products

Customer Relationship Management
• Build and maintain strong relationships with store owners and managers
• Ensure customer complaints are resolved promptly and professionally
• Monitor customer buying patterns and identify opportunities to increase sales
• Ensure high levels of customer satisfaction and service reliability

Loss Prevention & Asset Control
• Monitor stock levels, rejects, and inventory on sales trucks
• Conduct periodic spot checks of truck inventory and route operations
• Review cash collections and investigate discrepancies where necessary
• Ensure company procedures for stock control and financial accountability are followed

Sales Team Leadership
• Supervise and motivate a team of Sales Representatives and Sales Assistants
• Conduct regular team meetings and sales briefings
• Provide training and coaching to improve sales performance
• Monitor attendance, punctuality and professional conduct of team members

Operational Coordination
• Ensure sales trucks and equipment are properly maintained
• Ensure handheld sales devices are functioning properly
• Maintain communication with internal departments including Accounts, Warehouse and Marketing
• Prepare reports on sales performance, customer feedback and market conditions

KEY PERFORMANCE INDICATORS
The Sales Supervisor will be evaluated based on:
• Achievement of sales and revenue targets
• Growth in customer base and distribution
• Merchandising and trade execution standards
• Customer satisfaction and relationship management
• Reduction of stock and cash variances
• Sales team productivity and discipline

REQUIREMENTS
• Minimum 3 years of sales experience, preferably in FMCG distribution
• At least 2 years of supervisory or management experience
• Experience managing route sales or field sales teams
• Experience working with retailers and distributors
• Must possess a valid Heavy-T / Lorry Driver’s License
• Must be comfortable working in a field-based sales environment
• Must be willing to work early mornings when required

SKILLS & COMPETENCIES
• Strong leadership and team management skills
• Excellent communication and interpersonal abilities
• Strong sales and negotiation skills
• Good analytical and reporting capabilities
• Ability to work in a fast-paced sales environment

PERSONAL ATTRIBUTES
• Results-driven and highly motivated too
• Strong sense of integrity and accountability
• Excellent problem-solving skills
• Ability to build strong customer relationships
• Organized and disciplined

WORK ENVIRONMENT & SCHEDULE EXPECTATIONS
This is a hands-on leadership role within a fast-paced distribution environment. The Sales
Supervisor plays a critical role in ensuring the smooth daily execution of route sales
operations.

As such, the position requires a high level of operational involvement throughout the sales
day, including early morning dispatch activities, time spent in the field supporting the sales
team, and oversight of end-of-day reconciliation procedures.

Key expectations include:
• Supervising the morning dispatch of route sales vehicles to ensure all trucks depart the
compound on schedule.
• Spending significant time in the field supporting and monitoring the sales team in the
trade.
• Ensuring proper end-of-day reconciliation of sales, cash and inventory.
• Remaining on site until all route sales vehicles have returned and daily procedures are
completed.

From time to time, the Sales Supervisor may also be required to step in operationally to
support routes when team members are unavailable, ensuring uninterrupted service to
customers and achievement of sales targets.

This role therefore requires flexibility in working hours and a strong commitment to
operational excellence, particularly during peak sales periods or when additional leadership
support is required.

Operational Leadership
The Sales Supervisor is expected to lead by example and maintain a strong presence
across all areas of the operation, including:
• Morning dispatch activities
• Field sales execution and customer visits
• End-of-day operational and financial reconciliation
• Oversight of sales area, sales bins, sales office, and vehicle security
The position is well suited for individuals who thrive in dynamic, hands-on operational
environments and enjoy leading teams in the field.